Placed, which provides attribution on consumer exposure advertising, on Wednesday introduced TV measurement as a part of Placed Attribution.
The platform connects ad views seen on broadcast television to store location data from about 300 million devices through partnerships with Kantar to gain access to its ad database, and Inscape, which has access to data from more than 8 million opt-in connected Vizio televisions.
“It treats the data like a DoubleClick, where you’re going in and looking at the data and optimizing it,” said David Shim, founder and CEO at Placed. "Today it's about being able to move dollars across platforms."
Using automated content recognition (ACR) from Inscape and creative from Kantar, Placed can connect to store visits across location-enabled devices used by 1 in 3 U.S. adults using device locations.
Ads and messages are not targeted to those who opt in. Placed reads the data to determine the success or the failure in aggregate of a television advertisement of the TV spot that ran at 8 p.m. on Tuesday, Shim explains. For telecoms the period is nine days, and for auto it is 21 days.
Although the framework is in place to attribute that link from television to search advertising, Shim said the company is not doing it today.
Placed will provide access to the platform to the public in June, however, meaning that anyone can gain access to the data through an internet portal detailing networks, dayparts, and what drove the best performance to a store. The platform will provide anyone access to reports on ad impressions and store visits across 100 brands, for more than 340 TV campaigns, on about 100 networks.
Donna Eddington, vice president of planning and analysis at Horizon Media, found Placed after looking for a method to measure offline performance across channels.
The data can pinpoint the peak day that a restaurant might have after TV viewers are exposed to one of their ads. For example, the best-performing day at a physical location for a restaurant running a television ad is six days after TV viewers are exposed to the ad. The best-performing day for casual dining is Saturday, and the best-performing day for quick-service restaurants is Wednesday.
Placed also released additional benchmarks based on the aggregate data. Food Network, Golf Channel, OWN, TV Land and NBC were among some of the top performing TV networks that drove foot traffic. The data suggests that 35% of TV campaigns drove incremental visits to businesses, meaning that they would not have gone into the store if they did not see the ad.